Brand sales, or store sales, for Via Outlets, which operates 11 centers across nine European countries, increased by 8.4 percent in 2019, resulting in €1.16 billion (roughly $1.3 billion) sales for the year. Footfall grew by 6.1 percent, to 32.2 million guests.
CEO Otto Ambagtsheer attributes the company’s success to a focus on remodeling, remerchandising and remarketing. “Our portfolio continues to deliver exceptional results, with growth across all fundamental metrics, proving once again that our 3 Rs strategy is working well and continues to deliver fantastic results for our investors,” he said.
Over the past 12 months Via Outlets’ portfolio has been remerchandised with 128 new brands opened at its centers, including Ajax Fanshop, Coccinelle, Frédérique Constant and Liu Jo. Moreover, Adidas, Calvin Klein, Diesel and Hugo Boss are among those that have opened additional stores at Via centers.
Freeport Lisboa Fashion Outlet, in Portugal, recorded the strongest footfall increase, up by 12 percent, to 3.3 million visits. Brand turnover there was also Via’s highest, at 20 percent. This follows extensive remodeling and upgrading at the end of 2018, plus 14 store openings over the past year — Boggi Milano, Façonnable, Gant, Havaianas, Karl Lagerfeld and Liu Jo among them.